The RevRoom

This episode tackles the fundamental problems with traditional MQL-based marketing approaches and presents a new framework for measuring marketing effectiveness that better aligns with actual buyer behavior. Industry experts Kerry Cunningham (6sense) and Kathy Macchi (Inverta) join host Rachel Bryant to share insights on why the shift to account-based metrics is critical for modern B2B marketing success. The conversation covers both the strategic imperative for change and practical guidance for implementing new measurement frameworks despite organizational challenges.

Kerry Cunningham - Research and Thought Leadership @ 6sense

LinkedIn Profile https://www.linkedin.com/in/kerrycunningham/ 

Kathy Macchi - Founder and EVP of Innovation @ Inverta

LinkedIn Profile https://www.linkedin.com/in/kathy-macchi-aa148b/

Resources

• The New Way to Measure Marketing: https://www.inverta.com/playbook/the-new-way-to-measure-marketing 
• Ending the Reliance on MQLs: https://www.inverta.com/resources/ending-the-reliance-on-mqls
• Buyer's Journey Research: https://6sense.com/science-of-b2b/2024-buyer-experience-report/

Most B2B marketing budgets are flat or shrinking, forcing teams to make tough decisions about where to invest. This episode challenges conventional thinking by arguing that creative excellence isn't a luxury line item but a strategic necessity. Through the lens of Inverta's partnership with creative agency Fenwick, we'll explore how thoughtful, problem-focused creative can transform marketing effectiveness even with limited resources.

Chris Gillespie - CEO and Creative Director at Fenwick (https://www.fenwick.media/) 

LinkedIn Profile https://www.linkedin.com/in/christophermatthewgillespie/ 

Jessica Fewless - Sr. Director of Partnerships and Demand Generation at Inverta

LinkedIn Profile https://www.linkedin.com/in/jfewless/

In this episode of The RevRoom, host Rachel Bryant speaks with David Coates and Ivonne Smith from Forter about their innovative approach to combining customer advocacy with account-based marketing. They share how their strategic partnership between teams has created a powerful growth engine that drives larger deals, faster closings, and creates a flywheel of customer advocates eager to help win new business. Through real-world examples and practical insights, they demonstrate how B2B organizations can implement similar approaches without massive budgets, instead focusing on creating authentic connections between prospects and successful customers.

David Coates - Customer Advocacy leader at Forter

LinkedIn Profile https://www.linkedin.com/in/david-coates-3596282/ 

Ivonne Smith - Director of ABX at Forter

LinkedIn Profile https://www.linkedin.com/in/ivonne-smith-4a5a533/

 In this episode of The RevRoom, host Rachel Bryant welcomes back Brian Schmid, Inverta's AI Practice Lead, to discuss how AI is transforming B2B marketing in 2025. Building on their October 2024 conversation, they'll explore how AI tools have evolved, share practical implementation strategies from Inverta's own experience, and provide actionable guidance for marketing leaders. The discussion will focus on aligning AI with business objectives, driving team adoption, measuring impact, and navigating the evolving technological landscape—all with real-world examples from Inverta's client work and internal initiatives.

https://www.linkedin.com/in/brianschmid/

Marketing teams face unprecedented challenges in 2025, from shifting buyer behaviors to resource constraints. In this episode of The RevRoom, host Rachel Bryant welcomes marketing leader and founder Lindsay Tjepkema to explore how the BRAVE framework can transform marketing effectiveness at every level. From building relationships at scale to making values-driven decisions, discover practical approaches to implement today—whether you're a CMO or individual contributor.

LINDSAY TJEPKEMA, FOUNDER @ HUMAN BRANDS WIN

LinkedIn Profile https://www.linkedin.com/in/lindsaytjepkema/ 

All things Lindsay Tjepkema: https://lindsaytjepkema.com/linktree 

In this RevRoom episode, Kelly Santos of Intelex Technologies shares how strategic campaign planning transformed her marketing team from creating disconnected content pieces to developing integrated, buyer-aligned campaigns. She reveals how this process not only improved marketing outcomes but strengthened team dynamics by establishing clear roles and shared goals. Kelly's journey demonstrates that building a strong campaign foundation is essential before implementing advanced strategies like ABM, offering practical insights for marketing leaders trying to achieve more with constrained resources.

KELLY SANTOS, VP, DEMAND GENERATION AND FIELD MARKETING @ INTELEX

LinkedIn Profile https://www.linkedin.com/in/kellyjsantos/ 

Part 2 of 2: In this episode of the RevRoom, we explore the revolutionary shift from Marketing Qualified Leads (MQLs) to Marketing Qualified Accounts (MQAs) and buying groups with Jeremy Schwartz from Palo Alto Networks. Jeremy shares his team's journey in transforming their marketing approach, breaking down traditional silos, and achieving measurable improvements in pipeline and revenue generation. This episode offers both strategic insights for leadership buy-in and tactical implementation guidance for B2B marketing teams considering this transition. This episode combines strategic vision with practical implementation details, backed by real data and results from a major enterprise implementation. It addresses both the "why" and the "how" of marketing transformation, making it valuable for both strategic leaders and tactical implementers.

JEREMY SCHWARTZ, SR. MANAGER, GLOBAL LEAD MANAGEMENT & STRATEGY @ PALO ALTO NETWORKS

LinkedIn Profile: https://www.linkedin.com/in/jeremysethschwartz/ 

Part 1 of 2

In this episode of the RevRoom, we explore the revolutionary shift from Marketing Qualified Leads (MQLs) to Marketing Qualified Accounts (MQAs) and buying groups with Jeremy Schwartz from Palo Alto Networks. Jeremy shares his team's journey in transforming their marketing approach, breaking down traditional silos, and achieving measurable improvements in pipeline and revenue generation. This episode offers both strategic insights for leadership buy-in and tactical implementation guidance for B2B marketing teams considering this transition. This episode combines strategic vision with practical implementation details, backed by real data and results from a major enterprise implementation. It addresses both the "why" and the "how" of marketing transformation, making it valuable for both strategic leaders and tactical implementers.

JEREMY SCHWARTZ, SR. MANAGER, GLOBAL LEAD MANAGEMENT & STRATEGY @ PALO ALTO NETWORKS

LinkedIn Profile:https://www.linkedin.com/in/jeremysethschwartz/

In this episode of The RevRoom, we explore how customer marketing has transformed from a traditional advocacy function into a critical revenue-driving component of modern B2B organizations. Our guest shares real-world insights on building effective partnerships between marketing and customer success teams, leveraging data for better customer outcomes, and scaling customer marketing programs efficiently. Through practical examples and actionable strategies, listeners will learn how to evolve their customer marketing approach to drive retention, expansion, and sustainable growth.

BRITTNEE DAWSON, DIR CUSTOMER MARKETING @ ALPHASENSE

LinkedIn Profile https://www.linkedin.com/in/brittneedawson/ 

In our first episode of Season 2, we explore how Marketing Operations teams are evolving from tactical executors to strategic enablers of the buyer’s journey experience. We'll discuss with Mike Rizzo and Darrell Alfonso how MOPs leaders can help their organizations move beyond traditional marketing playbooks to create more effective, customer-centric approaches. Drawing from their extensive experience and upcoming workshop, Mike and Darrell share practical frameworks and actionable advice for MOPs professionals looking to drive this transformation.

Darrell’s LinkedIn Post on MOPs Transformations: https://www.linkedin.com/posts/darrellalfonso_marketing-martech-marketingoperations-activity-7281670787105730560-NARY

Lead with Confidence: A Practical Workshop for Marketing Ops Mastery: https://marketingops.com/lead-with-confidence-a-practical-workshop-for-marketing-ops-mastery-with-darrell-alfonso/ 

MIKE RIZZO, FOUND & CEO @ MARKETINGOPS.COM

LinkedIn Profile https://www.linkedin.com/in/mikedrizzo/ 

DARRELL ALFONSO, DIR OF MARKETING STRATEGY & OPERATIONS @ INDEED

LinkedIn Profile https://www.linkedin.com/in/darrellalfonso/ i9o890o80oi